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Summary
Fire Science Nutrition is a Utah-based wellness brand founded by firefighters and built for people who operate in high-stress, high-heat environments, including first responders, military personnel, and serious athletes. Despite having a standout product in the creatine gummies space, FSN was largely invisible in search results.
While the company focused on niche supplements like fire salts, my analysis revealed that their creatine gummies were ranking at position 18 for a high-intent keyword with over 40,000 monthly searches. The opportunity was clear: a focused content and SEO shift could unlock an estimated $11,000 in annual revenue by improving visibility for a product they already had but were underleveraging.
My Approach
My approach combines competitive traffic data, and revenue modeling to quantify visibility gaps and outline a targeted SEO recovery plan.
Research Framework:
- Competitive traffic analysis using SEMrush
- Technical SEO audit via Ahrefs
- Revenue modeling based on industry CTR benchmarks
Key Analytical Focus:
- Traffic gap analysis between target company and top competitors
- Revenue opportunity quantification
- Actionable roadmap development
Findings & Analysis
My research uncovered critical gaps in Fire Science Nutrition’s ability to compete on high-intent keywords in traffic share and domain authority. These issues limited their visibility where it mattered most and left revenue on the table.
Missed Traffic and Authority Leverage
- Ranking Position: FSN ranked #24 for "creatine gummies" despite selling the product
- Search Volume: 40.5K monthly searches, low difficulty (29%)
- Traffic Gap: FSN sees ~1.5K monthly visitors while top competitors pull in over 200K
- Authority Score: FSN at 22, vs 46–48 for competitors like Legion Athletics and Bucked Up
Despite having a product that matches high search demand, FSN lacked the visibility and authority to compete with category leaders. This gap in presence represented not just a missed SEO opportunity, but a revenue and positioning issue that required strategic refocus.
Revenue Impact Modeling
How Did I Calculate the Revenue?
- Current Revenue (at rank #18)
40,500 monthly searches × 0.004 CTR = 162 visitors 162 visitors × 2% conversion rate = 3 customers 3 customers × $50 = $162/month
- Potential Revenue (If ranked #9)
- Difference
40,500 searches × 0.028 CTR = 1,134 visitors 1,134 visitors × 2% conversion rate = 23 customers 23 customers × $50 = $1,134/month
$1,134 - $162 = $972 extra per month That’s an $11,664 extra per year!
Metric | What It Means |
Monthly Searches (40,500) | That’s how many people search “creatine gummies” each month on Google. |
CTR at #18 (0.4%) | Only about 0.4% of searchers click a result on page 2 (where rank #18 is). That's 1–2 clicks per 500 people. |
CTR at #9 (2.8%) | If the site ranked on page 1, even at the bottom, it could get 2.8% of those clicks. That’s 7× more clicks than at #18. |
Conversion Rate (2%) | Of those who click, 2% will actually buy something. |
AOV = $50 | Average Order Value: how much money the business makes per purchase. |
Strategic Recommendations
90-Day Action Plan:
1. Prioritize Creatine Gummies as a Core Search Focus
Develop dedicated landing pages, long-tail content, and SEO-friendly product positioning around high-intent creatine-related queries.
2. Align Content Strategy With Search Demand and Buyer Intent
Reallocate focus from low-volume niche terms to search-driven product categories with strong intent and revenue potential. Build content that matches how your audience actually searches.
3. Launch Authority-Building Campaigns
Develop a targeted content strategy (e.g. expert guides, product comparisons, and use-case content) aimed at building backlinks, improving topical depth, and increasing FSN’s domain authority relative to direct competitors.
Expected Outcomes:
- 66% increase in monthly organic traffic (from 608 to 1,013+ visitors)
- 4.7x projected revenue lift from improved positioning across the creatine-related keyword cluster
- Stronger search visibility in categories with high volume and low competition
- Improved ability to compete with mid-tier and top-tier supplement brands for category-level queries
Key Insights
This audit revealed that Fire Science Nutrition’s growth potential is limited by search visibility, not product quality. Despite having competitive products and a well-defined niche, the brand underperforms for high-opportunity keywords with low difficulty and strong commercial intent. With clearer positioning, focused content, and targeted SEO efforts, FSN could unlock measurable revenue gains within a 90-day window.
Skills Demonstrated
- Competitor analysis and keyword opportunity mapping
- Revenue forecasting and business case development
- SEO auditing with a focus on strategic gaps
- Search-focused content planning and execution
- Data interpretation and actionable storytelling
This is an unsolicited audit created for practice and educational purposes. All findings are based on publicly available data using SEMrush, Ahrefs, and Google tools. No affiliation with Fire Science Nutrition.